Asiguropedia. #readyforLIFE.
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We wanted to breach the topic of life & health insurances to young audiences and spark their interest, make them learn actively.
Denisa Pielescu
Creative Director • Digital Star
Challenge.
In Romania, life insurances represent 19% of the insurance market, whereas at European level they represent 60%.
So for Asiguropedia’s new #readyforLIFE campaign we needed a strong message that could stress on the importance of life insurances and appeal to a younger audience as well. Moreover, we wanted users to actively learn more about their benefits.
Journey.
For this campaign, we turned to edutainment – the form of education through entertainment. We partnered up with the popular online show „L-a seral”, which starred famous influencer BRomania, and joined the students’ story with a civics class regarding life & health insurances.
Our messages were naturally integrated in a video series that brought more awareness to these types of financial services and we used snippets from them in our media campaign. But what happens in a class besides the „joy” of learning? Sometimes teachers also quiz their students in a test. 😉
So we did the same and created a test on life & health insurances on the campaign’s landing page. Of course, useful information about these types of insurances were provided on our website.
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The #readyforLIFE campaign successfully offered young people an interactive approach to discuss insurance and the protective and savings tools available to them.
Denisa Pielescu
Creative Director • Digital Star
Outcomes.
Looks like we managed to address a younger audience and encourage them to learn about life & health insurances while also having fun.
